The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

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Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nations Western organizations are quickly losing influence to emerging market multinationals, as evidenced by such developments as Tata Motorsas acquisitions of Land Rover and Jaguar; Lenovoas purchase of IBMas ThinkPad business; HTCas stature as the fourth largest global smartphone manufacturer; Haieras 5% global appliance market share; and LG, Samsung, and Hyundai rise in the automobile, appliance, and consumer electronics market. To help you compete, The New Emerging Market Multinationals outlines the disruptive strategies deployed by emerging-market multinationals (EMNCs) and provides breakthrough strategies for following in their footsteps or beating them at their own game. Amitava Chattopadhyay is the L'Oreal Chaired Professor of Marketing-Innovation and Creativity at INSEAD. Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan. Aysegul Ozsomer is associate professor of Marketing at KoAs University, Istanbul, Turkey.... personal-care products, telecommunications equipment, and beerahas built
up significant new branded busi- nesses with a broad international footprint.
Consider Taiwana#39;s HTC, the company behind Sprinta#39;s 4G Evo and Googlea#39;s
Nexus.

Title

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The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

Author

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Amitava Chattopadhyay, Rajeev Batra, Aysegul Ozsomer

Publisher

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McGraw Hill Professional - 2012-06-15

ISBN-13

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